Brand
Blaupunkt
Blaupunkt Rejoice Every Moment
Rejoice Every Moment
Blaupunkt came to Media Mantra with a three-part challenge. First, carve out a distinct identity in a market packed with audio brands fighting for the same shelf space. Second, make ANC (Active Noise Cancellation) technology feel relevant and desirable to consumers in Tier 2 and Tier 3 cities, where awareness of premium audio tech is still catching up. Third, build a brand reputation strong enough to hold every journalist's confidence across a full year. We took it on.
Campaign gallery
The idea
India's audio market is loud. Everyone claims to be best-in-class. Blaupunkt's edge was German technology, genuine ANC innovation, and a product range that competed hard at every price point. Our job was to translate that into a media narrative sharp enough to cut through category noise.
We built two campaign pillars. The first, "Buzz for the Launch," centred on Blaupunkt's ANC technology story and what it genuinely meant for Indian consumers. The second, "Making it to THE List," focused on getting Blaupunkt products onto the recommendation lists that Indian buyers actually read before they purchase. Mint's best headphones under ₹2000. Hindustan Times' top 10 soundbars. These lists are where buying decisions live, and we made sure Blaupunkt was on them.
Execution
We mapped out a pan-India media strategy across CAT A financial publications, mainline titles, and vernacular outlets, targeting journalists who could shift product perception at every level of the market.
For flagship coverage, we pitched standalone stories, by-line articles, and product features to Times of India, Hindustan Times, Indian Express, Financial Express, Digit, BGR, Zee News, Amar Ujala, Dainik Jagran, Dainik Bhaskar, and Punjab Kesari, among others. Reviews landed in Lallantop (India Today), The Hindu, Deccan Chronicle, and GizmoChina, each one reinforcing Blaupunkt's credibility across a different reader's world.
To build understanding of ANC technology beyond metro audiences, we ran agenda-based closed-door meetings and Zoom interactions with key publication editors, business magazine teams, and TV channels. These sessions gave journalists a proper education on what ANC does and why it matters, turning them into informed advocates rather than passive recipients of a press release.
Proactive industry story pitches on consumer tech trends and retail cycles kept Blaupunkt visible between product launches, including a story on Black Friday electronics sales trends in BW Retail that kept brand momentum alive through peak shopping season.
Results
- 500+ pieces of coverage in a single year.
- 400+ journalists engaged across PAN India.
- Media stories on Blaupunkt ANC technology grew by 85%, and 85% of those stories positioned Blaupunkt as a key industry player in India.
- Relations were built and sustained with 200+ senior journalists across India's leading publications.
- On the business side, Blaupunkt saw a 75% increase in new customer acquisition in just 6 months, and market share grew by 85%.
500+
Media coverages
400+
Journalists engaged
75%
New customer acquisition
